FILM MARKETING ASSIGNMENT THE EXORCIST

Group Members-

Ankit Anubhav -15

Ankur Bhatnagar -16 Raghav Khanna - 63 Shashwatta Datta - 78 Manini Mishra - 37 Jugal Chandawalla - 33 Ambika Bhalerao 09 Gaurav Bharadwaj - 28

THE EXORCIST
Since Exorcism is still very much prevalent in rural India, the film will be a dramatic representation of a real life act of Exorcism that occurred in India. The horror genre has changed significantly over the last three decades, the film will incorporate the element of occult and supernatural keeping in mind the logical reasoning an educated viewer might apply to the film. The film will cater to both urban and rural audience in 30 cities in which the film will be released.

MARKETING PLAN

refer to marketing plan excel file

MARKETING BUDGET PLAN 2 CRORE

OOH (50 Lacs) (Bill Board and Outdoor PR activities) Delhi 15 Lacs Mumbai 15 Lacs Other cities 20 Lacs

Tie Up (Bennett and Coleman Group) Our Official Media Partners (worth 70 Lacs)
Print and PR (Hindi Speaking Audience) - 25 Lacs (North, West and Central India) Radio 20 Lacs Web 10 Lacs SMS 5 Lacs

Television Spots 60 Lacs

Release Party 20 Lacs

OVERALL MARKET DEFINITION IN RUPEES

refer to market distribution and definition excel file

POSITIONING

TYPES OF POSITIONING USED

Symbolic positioning Belongingness and social meaningfulness Cashing on the superstitions of vulnerable people who believe in exorcism Everybody has heard a story about being possessed but very few have experienced it in real Experiential positions Provide sensory & cognitive stimulation The trailers & posters shed light on the experience of being possessed

ELEMENTS CONSIDERED TO PIVOT

Reverse Head

Green paint
Scary voices Girl suspended in the air

REVERSE HEAD

Generally a perception that ghosts have their feet & head twisted
We create a similar perception by the following acts Models having masks behind their heads & are spotted at various places at night in metros

GREEN PAINT
U R Possessed - Caption

The caption is painted on the roads at night with a graffiti feel

Green graffiti on transparent AC buses in metros

KEY ART

P.S. - SEE IT AT UR OWN RISK !